🎄 ho ho, hoe? 🙅‍♀️💁‍♂️

Hey ,

today, I want to discuss a sexy topic. Not sexy as in interesting, but as sex. You know, the way babies are made, or, well, stop from being made. Let me explain;

I’ve been following the ads of the brand Durex for as long as I can remember. I think it’s an example of edgy branding, targeting a specific audience in the process; Men who don’t want to have babies (at least for the time being).Here are just two examples of their amazing ads: The reason I’m talking about Durex is that recently, Tampax tweeted something that caused a lot of noise online. Here’s the tweet:

Tampax got butchered by women globally, for a variety of reasons. The thing is, you need to know your audience and speak to your audience.

Tampax can’t get away with things Durex might be able to get away with.

The tweet is no longer live as Tampax took it down, apologizing to their customers. That still didn’t matter, since the damage was already done.

I think they made a mistake with the tweet,

but what did I like about it?

They took a risk.

I’m all in on talking to your target audience and taking risks while doing it. They just did it the wrong way.

You see, as an Amazon seller, you tend to play it safe - You do standard packaging, standard insert, standard copy, etc. When targeting everyone, you usually end up targeting no one. By choosing your audience and speaking specifically to them - You get to play. The more specific your audience is, the more you can play.

Here’s how to think about playing with your audience;

Do you have a best friend you have your own private jokes with you keep referring to?

Did you have a group of friends in school or at work where you’ve had private jokes running around?

The more things you and your audience have in common, the more you can play.

We’re selling physical products. There are really only two things you can end up niching down to:

1. People - Men, women, boys, girls, kids, etc. You can even be more specific - An example I gave both in my book and on stage is “yoga ball for pregnant women”.

2. Features/Benefits - This is indicating the product can only be used for one thing. For example - A yoga mat. Can a yoga mat be used for jumping jacks or sit-ups as well? It most likely can be used for that, but the mat itself is marketed just for yoga. Another good example is supplements - A lot of products are focusing on just a single benefit of their supplement, to increase conversions for that specific term, while neglecting some of the other benefits. Being more focused on just one helps conversions.

Want an example from Amazon? Check out Dude Wipes! Here are two images from one of their listings: By focusing and understanding your target audience, you get to play. I would love to see more sellers taking more risks. Just be careful and don’t take things too far.Go play (with others!)Tomer